Iconic German liqueur Jagermeister set to release first tv commercial in Australia this Sunday
Jägermeister, the iconic German liqueur made from 56 different herbs and spices, will launch a new, German-produced television commercial campaign this Sunday – the first ever TVC for the brand in the Australian market.
It will be supported by a $1 million multi-tiered advertising program across TV, cinema and digital from March-April 2012.
The commercial, first aired in Germany in August 2010, features a party of young people, heading out on foot into the night in search of a secret location, guided by the Jägermeister stag. Reaching their destination, they ascend to the top floor of a building, where the lift doors open to reveal a private party on a roof-top atrium. A full moon casts an incandescent glow over the scene, as they enjoy Jägermeister and dance through the night.
The commercial’s tagline, ‘Hunting since 1935’ acknowledges the unique heritage of the Jägermeister brand, which dates back to 1935. When translated, Jägermeister means ‘Hunting Master’.
Jonathan Howells, group brand manager at Suntory (Australian distributor for Jägermeister) said: “In the new advertising campaign, Jägermeister invites people to ‘hunt out’ a new drinking experience. The commercial taps into the social behavior of our core audience of 20-35 year olds, who constantly seek out new cultural experiences and are the first to be ‘in the know’.”
“The commercial encapsulates the mystique of the Jägermeister brand, whilst acknowledging the good times shared between friends when drinking Jägermeister. It further supports the new direction for the brand which we hope will get people talking and rediscovering the brand and its fascinating heritage,” he added.
The title track on the commercial is entitled Taurus Chorus and is supplied by independent Australian songstress, Abbe May, who has a longstanding association with Jägermeister, having been nominated for two awards at last year’s Jägermeister Independent Music Awards, including Best Independent Artist and Best Independent Album (Design Desire).
Jägermeister has played an active role in fostering Australia’s independent music scene, through initiatives like the ‘Jägermeister Uprising’ at the Annandale Hotel in Sydney – a weekly showcase of up-and-coming musical talent. Jägermeister has also been the naming-rights sponsor of the Jägermeister Independent Music Awards (JIMA’s) in Melbourne for the past two consecutive years.
The 30 second TVCs will run on air from 18 March until 30 April.
The campaign has been managed and co-ordinated by Jägermeister’s strategic/creative agency mixitup. Media planning and strategy for the campaign has been managed by ZenithOptimedia.
Credits:
Creative agency: Philipp und Keuntje (Germany)
Production company: Cream Films (Germany)
Managing agency: mixitup (Australia)
7 Comments
at which point during the whole process did someone not say ahem, Tooheys Dry also..?
Almost a ‘Nocturnal Migration’ one might say.
Jagerbomb my Extra Dry?
The “Managing Agency” are called Mixitup.
Should be Mixeditup!
So, um, first aired in Germany in August 2010. When was the Tooheys ad made?
Curious minds want to know.
Hey George, Tooheys was Sept 2011, so this beat it by a year. So ah…who inspired who?
Loving the Abbe May!